Slide Deck from the 2012 Social Business thought Leadership Webcast webcast you will learn about:
Developing a strategic plan for social media
Case studies of businesses using social media for business purposes
Tying the “conversation” with the “conversion”
Connectedness is marketing philosophy. It is a framework for, and a measure of how intimate a brand is with its audiences. It’s a characteristic of a brand, a ‘state of being.’ Connectedness is a way of thinking about how successful brands do marketing...
Influencer marketing has grown its popularity significantly. Every business wants to take advantage of influence marketing in 2021. Learn how.
So what can you, as an entrepreneur or a small business owner, do to get your consumers’ attention?
Two words. Influencer. Marketing.
https://semupdates.com/
A social media strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you're succeeding or failing
Social media is about connecting with your audience and engaging with them The marketing approach is to listen first then interact. Its not a marketing environment to push ideas If you try to control it you will not succeed. Be open and transparent. The worst mistake is to try to hide something online. If there is bad feedback address it try to make it right. Listen to what your customers want, that feedback is important. Don’t be only about marketing be human and a person. Web 2.0 is a two way conversation, you have to accept that fact.
In an age where marketing currency equals digital consumption, the content marketing game has never been more intense or competitive. And while we can’t all claim to be as viral as a scandalous Kim Kardashian photo spread, we can aim to create and curate content that speaks directly to our audience in a new and incredibly valuable way. In this crowded social landscape, your content must provide serious value to capture the customers’ attention, and must be uber-relevant to stand out among the noise. This webinar isn’t going to give you a magical content formula, but it will help you get into a mindset to design a content strategy that has the potential to “break” the hum drum normalcy of the Internet.
Join us in this webinar as our content experts discuss:
Why content is your organization’s biggest asset when it comes to earned media;
Different content styles and categories, and how your business can produce in each;
How to organize and execute a strategy, including defining your brand story, sticking to an editorial calendar, and understanding performance analytics;
And what kinds of content lead directly to organization growth (and what that even looks like).
Social Media Auditing - Free Excel Worksheetunfunnel
In the 10-Minute Social Media Audit worksheet, you’ll record the following for at least the last 10 social media updates:
1- The date of the update
2- A quick description of the update
3- The type of update (Is it Social Listening, Social Influencing, Social Networking or Social Selling?)
At the bottom of the audit, you’ll calculate the percentage of updates that fall in each category.
For example, if four of the last 10 updates on Twitter are distributing your blog content, your current activity on that channel is 40% Social Influencing.
Repeat the process for each of your active social channels...
Connectedness is marketing philosophy. It is a framework for, and a measure of how intimate a brand is with its audiences. It’s a characteristic of a brand, a ‘state of being.’ Connectedness is a way of thinking about how successful brands do marketing...
Influencer marketing has grown its popularity significantly. Every business wants to take advantage of influence marketing in 2021. Learn how.
So what can you, as an entrepreneur or a small business owner, do to get your consumers’ attention?
Two words. Influencer. Marketing.
https://semupdates.com/
A social media strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you're succeeding or failing
Social media is about connecting with your audience and engaging with them The marketing approach is to listen first then interact. Its not a marketing environment to push ideas If you try to control it you will not succeed. Be open and transparent. The worst mistake is to try to hide something online. If there is bad feedback address it try to make it right. Listen to what your customers want, that feedback is important. Don’t be only about marketing be human and a person. Web 2.0 is a two way conversation, you have to accept that fact.
In an age where marketing currency equals digital consumption, the content marketing game has never been more intense or competitive. And while we can’t all claim to be as viral as a scandalous Kim Kardashian photo spread, we can aim to create and curate content that speaks directly to our audience in a new and incredibly valuable way. In this crowded social landscape, your content must provide serious value to capture the customers’ attention, and must be uber-relevant to stand out among the noise. This webinar isn’t going to give you a magical content formula, but it will help you get into a mindset to design a content strategy that has the potential to “break” the hum drum normalcy of the Internet.
Join us in this webinar as our content experts discuss:
Why content is your organization’s biggest asset when it comes to earned media;
Different content styles and categories, and how your business can produce in each;
How to organize and execute a strategy, including defining your brand story, sticking to an editorial calendar, and understanding performance analytics;
And what kinds of content lead directly to organization growth (and what that even looks like).
Social Media Auditing - Free Excel Worksheetunfunnel
In the 10-Minute Social Media Audit worksheet, you’ll record the following for at least the last 10 social media updates:
1- The date of the update
2- A quick description of the update
3- The type of update (Is it Social Listening, Social Influencing, Social Networking or Social Selling?)
At the bottom of the audit, you’ll calculate the percentage of updates that fall in each category.
For example, if four of the last 10 updates on Twitter are distributing your blog content, your current activity on that channel is 40% Social Influencing.
Repeat the process for each of your active social channels...
Agency (Super)Marketers: Proving the Value of SocialFalcon.io
True or False: social media marketing is 5% creativity, 10% strategy and 85% getting approvals. Nobody knows this better than agencies. All digital marketing agencies today need to be able to provide clear metrics and performance for their customers’ social media ROI. But...proving and delivering ROI to clients can be challenging… In this agency spotlight, Switch discusses the different challenges of proving social media ROI across Paid and Organic and will give us some successful case examples from both. On top of that we will hear more on how they have the dual responsibility of owning their own ROI, and why showing ROI is just one of many significant steps in proving your agency’s success. You’ll learn:
The challenges of proving social media ROI to clients - Paid vs Organic
Why strong organic social performance forced one of Switch’s clients to stop a campaign? (Case Example)
How Switch increased Paid Social ROI by 44x in a 6-week period (Case Example)
How to own and report on your own Social ROI - “making Switch a client of Switch”
Watch On-Demand: https://www.falcon.io/cmp/roi-resources/
THE ESSENTIAL GUIDE TO Planning Your Influencer Marketing Budgetrun_frictionless
Influencer marketing has rightfully earned its place as one of the most effective digital marketing strategies. People trust people more than faceless businesses and traditional advertising. Customers demand 100% authenticity and real-life reviews before parting with their cash, so now’s the time to start planning your budget for influencer marketing.
https://runfrictionless.com/b2b-white-paper-service/
It is when an influencer, a person on a social media platform with a high number of followers, creates content recommending or reviewing your product. It is already a booming business, with ad spending estimated to reach between $5 and $10 billion by 2022, yet there are businesses, particularly smaller companies that still seem hesitant to enter the new field.
Your customer journeys are complex, to say the least. From an array of online and offline channels across multiple devices, it's difficult to understand which initiatives actually move the needle toward conversion and revenue. Luckily today's technology enables marketers to better leverage attribution and demonstrate the impact of their efforts. In this presentation Bram de Jonge, Senior Account Relationship Manager, will walk you through key tactics for better and effective measurement.
What social media metrics are you using with success? Does your content align with the buyer's journey with specific goals? A few treatments to add to your social media plan for success
When was the last time you experienced a fully customised and personalised Influencer Marketing service? We know how valuable your campaigns and clients are to you. This is why we will not settle for less than the perfect influencer fit for your projects. We will build the ideal Influencer Marketing plan for you and your brand/s.
12 Step Insider Guide to B2B Social Influencer Marketing MOI Global
When you contemplate an Influencer Marketing programme, you’re talking about engaging and working with a tiny 3% of people who command 90% of the influence in any user group.
How do you find them? And how do you win their confidence and convince them to work with you?
We asked four of the biggest influencers in B2B marketing what makes an influencer tick, what makes them say yes, and what will make them enter into a long-term partnership with a brand.
Read on for the result. Your 12-step Influencer Marketing guide,
packed with golden nuggets and priceless advice, straight from
the horse’s mouth.
How To Get A Strong Inbound Marketing StrategyAnisha Vijayan
Focus your efforts on inbound marketing.
Create reasons for the customer to come to you.
Here are the 5 elements you need to implement in your inbound marketing strategy to get the best ROI.
#InboundMarketing #LeadGeneration #VantadorMedia
Growth Without the Guesswork: Measuring ROI Beyond Commercial SalesFalcon.io
Some folks may think that an immediate bump in sales revenue is the only way to gauge the ROI of a marketing campaign. Of course, measuring the results of any campaign is more complex than simply tracking conversions. The real key to success lies in making sure to understand the value of less obvious metrics. How does one quantify brand awareness, brand purpose, influencer marketing or content marketing and do you even need to? Unfortunately, unlike other marketing techniques, there's no quick and simple way to gauge the success of such a marketing approach. The metrics involved in this new type of advertising are still mostly a mystery to many businesses. Without proper parameters, there's no way to tell how well a campaign did. This session will focus on the methods you can use to show the ROI of your work when it’s not as apparent to some. You'll learn:
How to assess your ROI from a non-monetary perspective
How to prove the value of influencer marketing
How to set up hypotheses, test them and learn
Watch On-Demand: https://www.falcon.io/cmp/roi-resources/
Neil Henderson from Assembly - How To Run an ROI Positive campaign... and Hav...Influencer Marketing Hub
Neil Henderson from Assembly - How To Run an ROI Positive campaign... and Have the Data to Prove It.
Presentation for Under The Influence by Influencer Marketing Hub (https://influencermarketinghub.com)
Prove It: How to Design Social to Deliver Business Outcomes, by Jason FallsY'all Connect
Jason Falls
Y'all Connect Presented by Alabama Power
June 13, 2014
Birmingham, Alabama
Telling your story and serving the branding and awareness function of marketing only gets you so far. At some point, someone will ask what your company is getting from social.
Award-winning strategist Jason Falls will bring his candid, no-b.s. style to the task, illustrating how you can drive and measure business outcomes with strong social marketing efforts.
Agency (Super)Marketers: Proving the Value of SocialFalcon.io
True or False: social media marketing is 5% creativity, 10% strategy and 85% getting approvals. Nobody knows this better than agencies. All digital marketing agencies today need to be able to provide clear metrics and performance for their customers’ social media ROI. But...proving and delivering ROI to clients can be challenging… In this agency spotlight, Switch discusses the different challenges of proving social media ROI across Paid and Organic and will give us some successful case examples from both. On top of that we will hear more on how they have the dual responsibility of owning their own ROI, and why showing ROI is just one of many significant steps in proving your agency’s success. You’ll learn:
The challenges of proving social media ROI to clients - Paid vs Organic
Why strong organic social performance forced one of Switch’s clients to stop a campaign? (Case Example)
How Switch increased Paid Social ROI by 44x in a 6-week period (Case Example)
How to own and report on your own Social ROI - “making Switch a client of Switch”
Watch On-Demand: https://www.falcon.io/cmp/roi-resources/
THE ESSENTIAL GUIDE TO Planning Your Influencer Marketing Budgetrun_frictionless
Influencer marketing has rightfully earned its place as one of the most effective digital marketing strategies. People trust people more than faceless businesses and traditional advertising. Customers demand 100% authenticity and real-life reviews before parting with their cash, so now’s the time to start planning your budget for influencer marketing.
https://runfrictionless.com/b2b-white-paper-service/
It is when an influencer, a person on a social media platform with a high number of followers, creates content recommending or reviewing your product. It is already a booming business, with ad spending estimated to reach between $5 and $10 billion by 2022, yet there are businesses, particularly smaller companies that still seem hesitant to enter the new field.
Your customer journeys are complex, to say the least. From an array of online and offline channels across multiple devices, it's difficult to understand which initiatives actually move the needle toward conversion and revenue. Luckily today's technology enables marketers to better leverage attribution and demonstrate the impact of their efforts. In this presentation Bram de Jonge, Senior Account Relationship Manager, will walk you through key tactics for better and effective measurement.
What social media metrics are you using with success? Does your content align with the buyer's journey with specific goals? A few treatments to add to your social media plan for success
When was the last time you experienced a fully customised and personalised Influencer Marketing service? We know how valuable your campaigns and clients are to you. This is why we will not settle for less than the perfect influencer fit for your projects. We will build the ideal Influencer Marketing plan for you and your brand/s.
12 Step Insider Guide to B2B Social Influencer Marketing MOI Global
When you contemplate an Influencer Marketing programme, you’re talking about engaging and working with a tiny 3% of people who command 90% of the influence in any user group.
How do you find them? And how do you win their confidence and convince them to work with you?
We asked four of the biggest influencers in B2B marketing what makes an influencer tick, what makes them say yes, and what will make them enter into a long-term partnership with a brand.
Read on for the result. Your 12-step Influencer Marketing guide,
packed with golden nuggets and priceless advice, straight from
the horse’s mouth.
How To Get A Strong Inbound Marketing StrategyAnisha Vijayan
Focus your efforts on inbound marketing.
Create reasons for the customer to come to you.
Here are the 5 elements you need to implement in your inbound marketing strategy to get the best ROI.
#InboundMarketing #LeadGeneration #VantadorMedia
Growth Without the Guesswork: Measuring ROI Beyond Commercial SalesFalcon.io
Some folks may think that an immediate bump in sales revenue is the only way to gauge the ROI of a marketing campaign. Of course, measuring the results of any campaign is more complex than simply tracking conversions. The real key to success lies in making sure to understand the value of less obvious metrics. How does one quantify brand awareness, brand purpose, influencer marketing or content marketing and do you even need to? Unfortunately, unlike other marketing techniques, there's no quick and simple way to gauge the success of such a marketing approach. The metrics involved in this new type of advertising are still mostly a mystery to many businesses. Without proper parameters, there's no way to tell how well a campaign did. This session will focus on the methods you can use to show the ROI of your work when it’s not as apparent to some. You'll learn:
How to assess your ROI from a non-monetary perspective
How to prove the value of influencer marketing
How to set up hypotheses, test them and learn
Watch On-Demand: https://www.falcon.io/cmp/roi-resources/
Neil Henderson from Assembly - How To Run an ROI Positive campaign... and Hav...Influencer Marketing Hub
Neil Henderson from Assembly - How To Run an ROI Positive campaign... and Have the Data to Prove It.
Presentation for Under The Influence by Influencer Marketing Hub (https://influencermarketinghub.com)
Prove It: How to Design Social to Deliver Business Outcomes, by Jason FallsY'all Connect
Jason Falls
Y'all Connect Presented by Alabama Power
June 13, 2014
Birmingham, Alabama
Telling your story and serving the branding and awareness function of marketing only gets you so far. At some point, someone will ask what your company is getting from social.
Award-winning strategist Jason Falls will bring his candid, no-b.s. style to the task, illustrating how you can drive and measure business outcomes with strong social marketing efforts.
Olivier Blanchard's presentation from the Advanced Social Media Bootcamp at the Social Media Integration Conference in Atlanta, GA on October 22, 2010.
The social media frenzy is escalating, as millions of consumers flock to sites like Facebook, Twitter, YouTube and Flickr to find their social media fix. Now, marketers seek out customers in these new channels, and an estimated 86% of them plan to increase their investments in social media activity this year. However, among these marketers, a staggering number are failing to measure the effects of their efforts. Nonetheless, dollars are flowing from traditional marketing activities to social media methods. Now more than ever, it's imperative to measure the results of social media marketing.
Learn how to:
• Identify the focal point for measuring social media activity
• Align strategic measurement with business objectives
• Create Key Performance Indicators for social media measurement
• Recognize metrics that offer insight into your customers' social activity
• Use a framework for truly understanding social media marketing
How can you determine ROI in online communities and social networks? Contrary to popular belief, it’s not impossible.
In this free webinar Gary Angel - President of Semphonic, the largest vendor neutral web analytics consultancy in the US, and Scott K Wilder, community and social media expert and formerly manager of Intuit’s Small Business community and social marketing program – will show you how.
This webinar will provide practical tools, methods and guidance that you can use to understand where and how your audience spends their time, and how to zero in on the key conversations and the key influencers who are impacting what people think of your organization.
We’ll pursue the holy social measurement grail – methods to track leads, sales and more from community and social campaigns. Finally, we will show you how to quantify your success on other sites.
TheSocialPeople - Social Media Advisory CollateralTheSocialPeople
This collateral will give you an insight on why your business needs to adopt Social Media Marketing and how TheSocialPeople can partner your growth and success towards this maneuver. www.thesocialpeople.net
Almost all successful businesses have a well-designed marketing strategy, high levels of brand awareness and a loyal customer base. That said, the opportunity often exists to enhance their digital brand presence and drive additional revenue with an integrated, data-driven, measurable approach.
By taking an insights-led, strategic approach to digital/social media marketing, it becomes easier to track -- allowing iteration over time to ensure real business results are met.
http://www.spiral16.com Social media ROI is tough to calculate because its a financial metric, and social media's value is not inherently financial. But the challenge isn't new -- finding ROI is difficult in other programs and campaigns as well. This presentation gives you 6 steps you can follow to measure an effective social media program.
Presentation by Doug Hay, CEO of Doug Hay & Associates covering how to integrate the various elements to maximize the ROI for small and medium businesses.
Social media marketing presentation at #fusionmex by Olivier Blanchard - @the...i-SCOOP
Keynote covering intelligent use, planning and integration of social media marketing in the enteprise, given by Olivier Blanchard (@thebrandbuilder) at Fusion Marketing Experience (#fusionmex) Brussels on March 23, 2011.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
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Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
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1. How to capture video testimonials that convert from your audience 🎥
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Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
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2. The All-Business, No-Hype Guide to Social Media Marketing Move The Needle Strategically Jason Falls 2012 Business Thought Leadership Webcast Series nobullshitsocialmedia.com
28. The All-Business, No-Hype Guide to Social Media Marketing nobullshitsocialmedia.com Jason Falls @JasonFalls Erik Deckers @edeckers There ’ s more where this came from!
By now you ’ve probably heard a lot of people talk a lot about social media. You may be convinced social media marketing is a perfectly valid, viable way to reach your customers in today’s digital age. You may also be one of those that is skeptical about social media, but interested in learning more. Or, you may even be in what we consider to be the majority of business people: You see phrases like this uttered by social media evangelists and wonder ... where’s the beef? Where’s the money? What does playing on the Tweeter all day have to do with selling my product? What do silly FaceSpace posts have to do with bringing leads to my business? Blog? You want me to blog? How about I just jot down what I had to eat, what I thought of the Smurfs movie and how I can ’t possibly comprehend why anyone thinks Lady Gaga is little more than a carnival side show. You can mail it to all the people in the world who care, which is absolutely no one. If that describes you ... pay attention. You ’re going to learn something today. If you’re in the former set, you’ll learn a few things, too because THIS is what the purists tell you and ... <CHANGE>
The truth is that you can sell ... you can even sell and not engage ... and you can measure return on investment. The purists have been telling us some good things about social media. We agree that your best practices as a social media marketer generally include listening, engaging and being more human as a company. But you can ’t stop there. You need to look at social media marketing as a strategic communications channel. You need to set goals. You need to establish expectations so you have something to benchmark and measure against. But first, you have to know what social media marketing can do for your business. <CHANGE>
These are the seven business drivers of social media marketing. We promise this is the only slide that requires much reading! That thing has more bullet points than a redneck ’s pick up truck. The 7 are: (READ THEM FROM THE SLIDE QUICKLY) We ’re going to talk about each of these briefly, and continue the theme of telling stories that show how people are accomplishing them. Then we’ll open the room up for some questions because if we can answer your questions rather than assume our presentation will, everyone goes home happy, right?
Our first business driver is enhancing branding and awareness. In 2007, Greenpeace had a contest to name a humpback whale it was tracking as part of its Great Whale Expedition. One of the early name entries was “Mister Splashy Pants.” Greenpeace’s traditional audience thought the name wasn’t beautiful enough, or perhaps even juvenile and early voting had the name getting about 5 percent of the public vote. But then someone posted the contest to the social media site Reddit.com where users see news of the day submitted by other users. The Reddit community caught fire around the Mister Splashy Pants name and drive 20,000 votes in a day, pushing Mister Splashy Pants to 75% of the votes. The name eventually won the contest, getting 78% of the total votes. Now, Greenpeace was an accidental beneficiary here, but they embraced the attention because they new it was helping their brand reach more new audience members. The organization said they had never seen web traffic at such levels. They ’ve since built a whole, Save Splashy campaign that helps drive awareness and fund-raising around whale related causes.
Our first business driver is enhancing branding and awareness. In 2007, Greenpeace had a contest to name a humpback whale it was tracking as part of its Great Whale Expedition. One of the early name entries was “Mister Splashy Pants.” Greenpeace’s traditional audience thought the name wasn’t beautiful enough, or perhaps even juvenile and early voting had the name getting about 5 percent of the public vote. But then someone posted the contest to the social media site Reddit.com where users see news of the day submitted by other users. The Reddit community caught fire around the Mister Splashy Pants name and drive 20,000 votes in a day, pushing Mister Splashy Pants to 75% of the votes. The name eventually won the contest, getting 78% of the total votes. Now, Greenpeace was an accidental beneficiary here, but they embraced the attention because they new it was helping their brand reach more new audience members. The organization said they had never seen web traffic at such levels. They ’ve since built a whole, Save Splashy campaign that helps drive awareness and fund-raising around whale related causes.
You can protect your reputation using social media. Do you want to be Chi Chi ’s or do you want to be Domino’s Pizza? In 2003, granted a bit before the social media explosion, but still a relevant example, a Pittsburgh location of Chi-Chi ’s Mexican Restaurants was hit with a Hepatitis A outbreak. Four people died and hundreds others got sick. The public was outraged, wanted answers, wanted to know what the company was going to do. The executives hid behind lawyers and brief, corporate communications statements. So the public responded ... with lawsuits. Chi-Chi ’s later went bankrupt and closed all of its U.S. locations. Domino ’s Pizza didn’t have the same scale of a problem ... we don’t think. The 2010 video of two North Carolina Domino’s employees desecrating a pizza they were allegedly then sending to customers, however, could have been a major blow to the company’s market position. But social media, which was the channel which exposed the offending video, also existed to help the company respond. CEO Patrick Doyle got on YouTube right away and said he would fix it. Have you seen the recent Domino ’s commercials where they’ve got a feedback form on the box of their new chicken nuggets product? That’s a 180-degree turn around in less than a year!
Our first business driver is enhancing branding and awareness. In 2007, Greenpeace had a contest to name a humpback whale it was tracking as part of its Great Whale Expedition. One of the early name entries was “Mister Splashy Pants.” Greenpeace’s traditional audience thought the name wasn’t beautiful enough, or perhaps even juvenile and early voting had the name getting about 5 percent of the public vote. But then someone posted the contest to the social media site Reddit.com where users see news of the day submitted by other users. The Reddit community caught fire around the Mister Splashy Pants name and drive 20,000 votes in a day, pushing Mister Splashy Pants to 75% of the votes. The name eventually won the contest, getting 78% of the total votes. Now, Greenpeace was an accidental beneficiary here, but they embraced the attention because they new it was helping their brand reach more new audience members. The organization said they had never seen web traffic at such levels. They ’ve since built a whole, Save Splashy campaign that helps drive awareness and fund-raising around whale related causes.
Public relations includes a lot of different fingers, but the primary discipline that makes up PR is media relations. Social media marketing and the tools and technology that support it actually allow your company to produce and become its own media. How many of you have heard of or read the Southwest Airlines blog? Do you think they would ever get one-one thousandth of the coverage in a traditional media outlet? Have you ever seen ManOfTheHouse.com? What about HomeMaidSimple.com. Both are high-trafficked and well-read blogs that cater to specific audiences ... one for men and one primarily focused on women. Both are productions of Proctor and Gamble. But social media marketing also allows you to connect with more media members on a more personal level as many journalists, producers and bloggers are plugged in as well.
Our first business driver is enhancing branding and awareness. In 2007, Greenpeace had a contest to name a humpback whale it was tracking as part of its Great Whale Expedition. One of the early name entries was “Mister Splashy Pants.” Greenpeace’s traditional audience thought the name wasn’t beautiful enough, or perhaps even juvenile and early voting had the name getting about 5 percent of the public vote. But then someone posted the contest to the social media site Reddit.com where users see news of the day submitted by other users. The Reddit community caught fire around the Mister Splashy Pants name and drive 20,000 votes in a day, pushing Mister Splashy Pants to 75% of the votes. The name eventually won the contest, getting 78% of the total votes. Now, Greenpeace was an accidental beneficiary here, but they embraced the attention because they new it was helping their brand reach more new audience members. The organization said they had never seen web traffic at such levels. They ’ve since built a whole, Save Splashy campaign that helps drive awareness and fund-raising around whale related causes.
Ah the golden cow ... building community. We told you about Fiskateers which is a great example of building community, but this is FAIT ICI (FATE EE-SEE). The name of this urban general store in Montreal, Quebec translates to “Made Here.” They sell mostly local and organic products that promote an environmentally friendly and healthy food lifestyle. When they launched in 2010, they had unprecedented media coverage, attention and local buzz for a new business. Why? Because several months before they even opened, they began to engage the local community on blogs, Twitter and other social media channels. They invited bloggers from around Montreal to contribute to their own healthy living blog and even created a 52-week, 52-person group blog around food in Montreal. They had connected people in Montreal with a common thread that led an entire audience of customers right to their doorstep. They spend next to nothing on advertising or traditional methods of marketing, yet had, on scale, arguably one of the most successful business launches in the history of Canada.
Our first business driver is enhancing branding and awareness. In 2007, Greenpeace had a contest to name a humpback whale it was tracking as part of its Great Whale Expedition. One of the early name entries was “Mister Splashy Pants.” Greenpeace’s traditional audience thought the name wasn’t beautiful enough, or perhaps even juvenile and early voting had the name getting about 5 percent of the public vote. But then someone posted the contest to the social media site Reddit.com where users see news of the day submitted by other users. The Reddit community caught fire around the Mister Splashy Pants name and drive 20,000 votes in a day, pushing Mister Splashy Pants to 75% of the votes. The name eventually won the contest, getting 78% of the total votes. Now, Greenpeace was an accidental beneficiary here, but they embraced the attention because they new it was helping their brand reach more new audience members. The organization said they had never seen web traffic at such levels. They ’ve since built a whole, Save Splashy campaign that helps drive awareness and fund-raising around whale related causes.
Another business driver is enhancing customer service. Everyone knows the stories of Comcast and Dell, right? Simply seeing customers complaining and responding with, “How can I help,” is a social media marketing tactic that has almost single-handedly turned both of those companies around in public perception and customer satisfaction. The same approach is working for lots of other companies and it can work for yours, too. This business driver is not only behind one of the three key business metrics: how much money did we make how much money did we save and *are our customers happy* but it ’s probably the easiest to implement. Just start searching for mentions of your company, find unhappy people and reach out to them. Twitter ... blogs ... forums ... It doesn ’t matter where, just find them and fix the problem. Even if you do it just one customer at a time, those customers will be more loyal and spend more money with you in the long term. By the way ... we used this stock photo because we think it ’s the only one where the operator looking at the camera isn’t a white female with dark hair pulled back in a bun. Yay diversity.
Our first business driver is enhancing branding and awareness. In 2007, Greenpeace had a contest to name a humpback whale it was tracking as part of its Great Whale Expedition. One of the early name entries was “Mister Splashy Pants.” Greenpeace’s traditional audience thought the name wasn’t beautiful enough, or perhaps even juvenile and early voting had the name getting about 5 percent of the public vote. But then someone posted the contest to the social media site Reddit.com where users see news of the day submitted by other users. The Reddit community caught fire around the Mister Splashy Pants name and drive 20,000 votes in a day, pushing Mister Splashy Pants to 75% of the votes. The name eventually won the contest, getting 78% of the total votes. Now, Greenpeace was an accidental beneficiary here, but they embraced the attention because they new it was helping their brand reach more new audience members. The organization said they had never seen web traffic at such levels. They ’ve since built a whole, Save Splashy campaign that helps drive awareness and fund-raising around whale related causes.
Number six is research and development. In 2010 Papa John ’s Pizza -- not to be outdone by Domino’s nice uses of social media -- wanted to develop a new specialty pizza. Instead of turning to their executive chef, they turned to their Facebook fans. They had a Pizza contest where they invited people to submit their ideas for an original pizza recipe. The winning recipe was a cheesy chicken cordon blue recipe (not pictured) and it was in stores being sold and making money for the company by the end of the year. They also used other entries which made it to the stores as well. But more importantly, Papa John ’s got customer insight from people as to why they were mixing and matching certain ingredients. They captured all the stories and reasons behind the suggestions and used the exercise to gain lots of intelligence about their customers. And those insights wouldn’t have been possible in a traditional focus group.
Our first business driver is enhancing branding and awareness. In 2007, Greenpeace had a contest to name a humpback whale it was tracking as part of its Great Whale Expedition. One of the early name entries was “Mister Splashy Pants.” Greenpeace’s traditional audience thought the name wasn’t beautiful enough, or perhaps even juvenile and early voting had the name getting about 5 percent of the public vote. But then someone posted the contest to the social media site Reddit.com where users see news of the day submitted by other users. The Reddit community caught fire around the Mister Splashy Pants name and drive 20,000 votes in a day, pushing Mister Splashy Pants to 75% of the votes. The name eventually won the contest, getting 78% of the total votes. Now, Greenpeace was an accidental beneficiary here, but they embraced the attention because they new it was helping their brand reach more new audience members. The organization said they had never seen web traffic at such levels. They ’ve since built a whole, Save Splashy campaign that helps drive awareness and fund-raising around whale related causes.
Miss Shirleys is a popular Baltimore spot for Sunday brunch, so much so there ’s often a lengthy wait to be seated. Last year, they decided to reward customers using Foursquare, a location-based social networking platform where you check-in and tell your friends where you are. If you check in enough times in a certain time period on Foursquare, you become the “Mayor” of the location ... an imaginary title the application dons on you, not the business. But Miss Shirleys ran a promotion where the sitting “Mayor” of Miss Shirleys two locations could skip the sometimes two-hour wait and be seated immediately on Sunday mornings! After educating its customers on how and why to use Foursquare, the restaurant saw a 427 percent increase in check-ins. Okay, but so-what? Well, those check-ins meant people were there. They were buying something. The promotion also brought about an 18 percent increase in sales!
Our first business driver is enhancing branding and awareness. In 2007, Greenpeace had a contest to name a humpback whale it was tracking as part of its Great Whale Expedition. One of the early name entries was “Mister Splashy Pants.” Greenpeace’s traditional audience thought the name wasn’t beautiful enough, or perhaps even juvenile and early voting had the name getting about 5 percent of the public vote. But then someone posted the contest to the social media site Reddit.com where users see news of the day submitted by other users. The Reddit community caught fire around the Mister Splashy Pants name and drive 20,000 votes in a day, pushing Mister Splashy Pants to 75% of the votes. The name eventually won the contest, getting 78% of the total votes. Now, Greenpeace was an accidental beneficiary here, but they embraced the attention because they new it was helping their brand reach more new audience members. The organization said they had never seen web traffic at such levels. They ’ve since built a whole, Save Splashy campaign that helps drive awareness and fund-raising around whale related causes.
Our first business driver is enhancing branding and awareness. In 2007, Greenpeace had a contest to name a humpback whale it was tracking as part of its Great Whale Expedition. One of the early name entries was “Mister Splashy Pants.” Greenpeace’s traditional audience thought the name wasn’t beautiful enough, or perhaps even juvenile and early voting had the name getting about 5 percent of the public vote. But then someone posted the contest to the social media site Reddit.com where users see news of the day submitted by other users. The Reddit community caught fire around the Mister Splashy Pants name and drive 20,000 votes in a day, pushing Mister Splashy Pants to 75% of the votes. The name eventually won the contest, getting 78% of the total votes. Now, Greenpeace was an accidental beneficiary here, but they embraced the attention because they new it was helping their brand reach more new audience members. The organization said they had never seen web traffic at such levels. They ’ve since built a whole, Save Splashy campaign that helps drive awareness and fund-raising around whale related causes.
So those are the seven business drivers of social media marketing. But what do I do now? The answer is simple, the actions are a bit more involved: You decide which of those you want to focus on for your business. You establish some goals and expectations within the framework of those seven areas. You execute strategies to help you accomplish those goals. You measure, adjust and keep getting better at it. It ’s taking social media marketing through the strategic planning process. Knowing what it can do helps you decide what you want it to do. Then you have to set some goals and objectives for those areas that you can measure.
On the question of ROI, understand that ROI stands for return on investment. It is a financial metric, a mathematic formula and the result is a percentage number that compares what you invested versus what you earned. In order to calculate the equation, you have to have the goal of producing revenue. But think about the seven business drivers <CHANGE>
How many of these are measured in dollars and cents? The first five are perfectly valid business goals, but not measured in monetary value. They are intangible or intrinsic business drivers. You want more people aware of you, you want good public relations, you need to keep your customers happy, but when someone says, “Social media marketing report, Bob. What’s the status of the community building project?” You don’t respond, “$56,789.45, sir!”
The problem is that “What is the ROI” is the wrong question. The right question is ... <CHANGE>
What do I get in return? Can it be money? Certainly. Sell more products, capture more leads, drive new product features which can be tracked. You can also track and measure the value of customers in your community, who reach out to you on social media and compare that to traditionally-aquired customers to see if there is a difference in value. But you can also track metrics related to each of the seven business drivers of social media marketing. We go into a fair amount of detail on each of the seven and how to measure them in the book. If anything, you ’ll walk away with a more clear understanding of how to set goals and build expectations you can measure, so the measurement part of all this becomes infinitely easier. But look at some of the returns you can track and report ... they ’re all valid, but not all money!
We started off by talking about how the hippies and tree huggers have been wrong ... or at least haven ’t been telling you the other half, the business half of the social media equation. But we want to make sure you know that we don’t think the social media purists are wrong about everything. The echoes of “join the conversation” “engage your customers” “listen” and the like are absolutely imperative for you to be successful with social media marketing. And while the book is essentially a strategic planning checklist and how-to manual for being a good social media marketer, checking off the to-dos and following the instruction manual doesn’t make you social. And it doesn’t make your business social. <CHANGE>
What does is creating relationships with customers who know, like and trust you. This is Pikeville, Ky. Jason ’s hometown. Here, Jason’s family didn’t buy cars from Ford or Chevy, insurance from Nationwide or All-State, clothes from JC Penney or Target. And they didn’t bank with PNC or Wells Fargo. Jason ’s family bought cars from Terry. They bought insurance from Sharon, clothes from Jerry and they banked with Danny. All four of those people sat within four rows of Jason’s family at the Pikeville United Methodist Church (the building on the left). Becoming a social business means plugging into the greater community as a participant and stake holder. All it requires is that you provide value to the community. Whether its through your actions or your content, giving to get works here, so long as the intent is genuine. Make it so. Build relationships and trust. And you ’ll not only be social, you’ll be successful at social media marketing.
CALL FOR QUESTIONS Some topics we cover in the book to hit on (Ad-Lib if you need to get people started): We ’ll be asked how to measure each of the 7. Have a canned answer or examples ready. Traditional media metrics have lied to us for years. Six steps for dealing with detractors. (MEMORIZE THEM) Who should be responsible for social media within the organization? Social media doesn ’t violate policies. PEOPLE violate policies. Educate - Hire smarter. B2B Examples: ShipServe (increased sales-ready leads by 400% through blogging) 5 Mindset Shifts To Be A Better Social Media Marketer (MEMORIZE THEM) 5 Kick Starters To Think Like A Social Business (MEMORIZE THEM)